Efectos de los usos y gratificaciones de Facebook en la elección de destinos turísticos

• Chávez-Santana, Luciana ; Ruiz-Mafé, Carla ^[1] ; Curras-Pérez, Rafael ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Revista de ciencias sociales, ISSN-e 1315-9518, Vol. 27, Nº. 3, 2021, págs. 120-138
• Idioma: español
• Títulos paralelos:
  • Effects of the uses and gratifications of Facebook in the choice of tourist destinations
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    En los últimos años, los destinos turísticos están agregando las redes sociales a sus prácticas tradicionales de marketing. El objetivo de este estudio es analizar los antecedentes de los usos y gratificaciones derivados de la participación en Facebook y sus efectos actitudinales y comportamentales en el consumidor turístico. El modelo de esta investigación presenta dos tipos de antecedentes de los usos y gratificaciones:

    Vinculados a la personalidad (altruismo y sociabilidad) y afines a la interacción individuo-tecnología (identidad social y presencia social). Entre las consecuencias de los usos y gratificaciones se analiza la interacción con la red social (stickiness y like), la actitud hacia un destino turístico y la intención de visitarlo.

    La recogida de información se hizo mediante un cuestionario online, con muestreo de conveniencia, con una muestra de 190 participantes ecuatorianos residentes en Europa. Los resultados muestran que las dimensiones de los usos y gratificaciones de la participación de Facebook que tienen mayor relación con sus antecedentes (altruismo, sociabilidad, identidad social y presencia social), son la búsqueda de compañía y la creación de relaciones. Se concluye, que los usos y gratificaciones de Facebook influyen de forma positiva en la actitud hacia el destino e intención de visitarlo.

  • English

    In recent years, tourist destinations are adding social media to their traditional marketing practices.

    The objective of this study is to analyze the antecedents of the uses and rewards derived from participation in Facebook and its attitudinal and behavioral effects on the tourist consumer. The model of this research presents two types of antecedents of uses and rewards: Linked to personality (altruism and sociability) and related to individual-technology interaction (social identity and social presence). Among the consequences of the uses and rewards, the interaction with the social network (stickiness and like), the attitude towards a tourist destination and the intention to visit it are analyzed. Information was collected through an online questionnaire, with convenience sampling, with a sample of 190 Ecuadorian participants residing in Europe.

    The results show that the dimensions of the uses and rewards of Facebook participation that are most closely related to their antecedents (altruism, sociability, social identity and social presence), are the search for company and the creation of relationships. It is concluded that the uses and gratifications of Facebook positively influence the attitude towards the destination and intention to visit it.

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